The Optimal Inflation Target and the Natural Rate of Interest
September 2018 Investor Presentation...• Natural/Organic retail sales continue to outpace...
Transcript of September 2018 Investor Presentation...• Natural/Organic retail sales continue to outpace...
InvestorPresentation
September 2018
OTC/QB: MSLP MusclePharmcorp.com
MP Athlete & BantamweightChampion TJ Dillashaw
FORWARD-LOOKING STATEMENTS
This presentation contains forward-looking statements within the meaning of Section 27A of the Securities Act of 1933, as
amended, and Section 21E of the Securities and Exchange Act of 1934, as amended. Statements that are not a description of
historical facts constitute forward-looking statements and may often, but not always, be identified by the use of such words as
"expects," "anticipates," "intends," "estimates," "plans," "potential," "possible," "probable," "believes," "seeks," "may," "will,"
"should," "could" or the negative of such terms or other similar expressions. Actual results may differ materially from those set
forth in this presentation due to the risks and uncertainties inherent in the Company's business. More detailed information
about the Company and the risk factors that may affect the realization of forward-looking statements is set forth in the
Company's Annual Report on Form 10-K for the fiscal year ended December 31, 2017, the Company's Quarterly Reports on
Form 10-Q and other filings submitted by the Company to the Securities and Exchange Commission, copies of which may be
obtained from the SEC's website at www.sec.gov. Readers are cautioned not to place undue reliance on these forward-looking
statements, which speak only as of the date hereof. All forward-looking statements are qualified in their entirety by this
cautionary statement and the Company undertakes no obligation to revise or update this presentation to reflect events or
circumstances after the date hereof.
2
MusclePharm® (MSLP) is an award-winning andworldwide leading sports nutrition brand.
MSLP opened its doors in 2006, and has been serving athletes for more than a
decade.
$100+MM in 2017 sales, with productssold in more than 100 countries globally.
ABOUT MSLP – PILLAR OF THE SUPPLEMENT INDUSTRY
3
Our expansive line of clinically proven safe and effective supplements reaches all elements of the active, push-the-edge lifestyle—from muscle building and athletic
performance, to weight loss and general fitness.
FITMISS®
Formulated specifically for women – strength, weight management,
detoxification, skin care and more.
SPORT SERIES
Leading product line that safely promotes performance benefits
including lean muscle growth, rapid recovery, stamina,
endurance, strength and more.
ESSENTIALS SERIES
Supplement staples that address specific needs, and are proven by
clinical research – such as Creatine, BCAAs, Multivitamin, Fish Oil,
Glutamine, Carnitine and more.
NATURAL SERIES
Plant-based, vegan, gluten-free, soy-free, non-GMO product line,
offering a premium Organic alternative to traditional sports
nutrition products.
Our portfolio consists of products suitable for, and beneficial to, a wide range of athletes.
Incremental target audiences
ABOUT MSLP – PORTFOLIO OF TRUSTED BRANDS
4
60% DOMESTIC SALES 40% INTERNATIONAL SALES
47% Online 35% Food, Drug &Mass (FDM)
18% SpecialtyWithin the US
MSLP distribution is well balanced across the distribution spectrum
5
ABOUT MSLP – DIVERSIFIED DISTRIBUTION PORTFOLIO
• Established leader in growing, fragmented global nutrition & supplement market, expected to exceed $45B in 2022*
• Substantial brand equity with a reputation for high-quality products
• Largely untapped market with comprehensive growth strategy
• New, world-class marketing capability, with a 360° integrated marketing strategy based on extensive consumer research
• Experienced management team with consumer-product focus and significant equity ownership
I. Accelerate position at our largest global customers – Costco, Amazon & iHerb
II. Shift from Specialty brick-and-mortar toward growth in Ecommerce, FDM & International
III. Invest in new product development & expand within Natural/Organic
IV. Recapture lapsed legacy users
• Strong progress toward sustained profitable growth, following successful restructuring
*Source: Zion Research Analysis, 2017
6
KEY INVESTMENT HIGHLIGHTS
*Adjusted EBITDA excludes stock-based compensation expense, restructuring charges, depreciation and amortization, among other items**Excludes one-time $9.9 million gain on settlement of accounts
2006 –2015
2015 –Present
ResultsTo-Date
• MusclePharm built strong brand recognition, but relied on expensive sponsorships and unprofitable product offerings, culminating in $50+ million operating loss in 2015
• New management team implemented corporate restructuring in late 2015
Optimized the # of SKUs from more than
450, many unprofitable, to 120
Eliminatedexpensive celebrity endorsements w/ unacceptable ROI
Improvedmanufacturing &
supply chain relationships
Reducedheadcount to align with restructured
company
-60
-40
-20
0
-4-202468
2015 2016 2017
Operating Loss by Year ($ millions)
2015 2016** 2017
Adjusted EBITDA* by Year ($ millions)
SUCCESSFUL RESTRUCTURING(STARTED IN 2015)
7
Projected industry 5-year CAGR of ~8% With NEW commitments recently announced
Our products are marketed and distributed at some of the world’s most prominent retailers
We are poised to grow within the industry.
$28.4
$45.3
20
30
40
50
2016 2017 2 01 8 2 01 9 2 02 0 2021 2022
GLOBAL SPORTS NUTRITION MARKET, 2017-2022
(REVENUE – USD BILLIONS)
Source: Zion Research Analysis, 2017
ESTABLISHED LEADER IN GROWING INDUSTRY
8
Mass Market Appeal → Strong Brand Awareness Massive MSLP Social Media Following
584K 701K 709K
200+ posts per year
Each MP post reaches an average of 120K followers
Each MP post generates 1.8MM impressions
Our IG stories can reach up to 90K followers
Source: MP Athlete Survey, November 2017 (n=1000)
0%
5%
10%
15%
20%
25%
30%
35%
SUBSTANTIAL BRAND EQUITY
9
MusclePharm is among the most ubiquitous names in sports nutrition, with 2MM social media fans.
Diverse Product Assortment Trusted Certifications & Awards
Used by Championship Athletes,Trainers, Nutritionists & Influencers
Products Backed by Science & Data
Protein Powders Pre-Workouts Protein Bars Post-Workouts Supplements
“If you’re an athlete, then we have a great product for you.” –Ryan Drexler, CEO
More than 30+ championships amassed across our portfolio of elite athletes,who evangelize the products and impart expert knowledge to our community
Published data on product performance from collaborative studies with ingredient companies and universities
Product certifications & awards that our target consumers care deeply about
REPUTATION FOR HIGH-QUALITY PRODUCTS
10
2.2
Natural/OrganicExpansion
Shift from Specialtyto Ecomm, FDM &
International
Programs to GrowCostco & Amazon
ReinvigoratingLegacy Customers
Tap World-classMarketing Capability
Seeking to expand distribution to intersect with industry trends
Enhanced focus on a growingsector of sports nutrition
Upgraded team of experts, bothin-house & external partners
New products & fresh campaigns to reignite lapsed users
Retailer-specific programs tostrengthen important ties
GROWTH STRATEGY
11
Costco.com → Additional Flavor Now Available Amazon → Optimizing Pages for A+ Video Content
PROGRAMS TO GROW COSTCO & AMAZON
12
Partnership with our two largest customers continues to flourish, optimize and grow
FDM InternationalEcommerce
190% YOY sell-through growth in 2017;3 of the top 9 items in Sports Nutrition
20+ awards bestowed to-date, including3X “Bar of the Year” 2015, 2016 & 2017
NEW North American FDM distributioncommitments recently revealed
Notable recent distribution wins in India,Japan & the United Arab Emirates (UAE)
SHIFTING TO EXPAND CORE DISTRIBUTION
13
MSLP has shifted distribution focus to capitalize on where growth in the industry is occurring.
Currently Available At:
• Natural/Organic retail sales continue to outpace inflation and the growth rate of conventional foods*
• MP Natural Series soft-launch in 2017; new website in development to support formal future launch
• Current distribution spans Amazon, Sprouts, Fresh Thyme, and various Kroger banners; new distribution expected via current push
• Refreshed packaging unveiled at Natural Products Expo West 2018 in March; new packaging expected to be live in-market Fall 2018
*Source: Whole Foods Magazine, 2018
NATURAL/ORGANIC EXPANSION
14
New Product Launches
APPROACH STRATEGY
1. Fill assortment gaps2. Identify new markets, usage occasions and
need states for expansion
3. Listen, learn, test & build new businesses
• Expansion of our HIGHLY SUCCESFUL & globally recognized COMBAT franchise
• Pre-Workout – 2nd largest category in Sports Nutrition behind proteins
• Post-Workout – BCAA’s on trend and fastest growing category
RECAPTURING LEGACY CONSUMERS:NEW PRODUCTS
15
Future InnovationPlanned Through 2019
Workouts Recipes 3D Visuals & Renders Lifestyle Product Photography
THEN
NOW
All MSLP creative is completed by our expert in-house creative staff, keeping costs nominal.
RECAPTURING LEGACY CONSUMERS:NEW VISUAL CONTENT
16
MSLP Athletes & Ambassadors → Reach of 3MM+ Fans Sports Science Institute → Content, Events & Testing
LEVERAGING HIGH-IMPACT MARKETING ASSETS
17
These assets validate MSLP as a serious player & thought-leader within sports nutrition.
SCIENCE Cutting-edge technology (DEXA, ultrasound, cryogenic, Keiser pneumatic) is utilized to train athletes in the pursuit of maximizing their health and overall performance
MARKETING Multi-discipline facility (weight training, CrossFit, burst training, cardio, combat training, recovery) for capturing content and hosting high impact live events, such as EBI (broadcast of UFC Fight Pass)
• 2017 revenue of $102.2 million; 2Q18 revenue of $27.1 million
CONSISTENT QUARTERLY REVENUE GROWTH
18
$23.0
$23.5
$24.0
$24.5
$25.0
$25.5
$26.0
$26.5
$27.0
$27.5
3Q17 4Q17 1Q18 2Q18
MSLP Quarterly Revenue Growth
• Operating profit of $125,000 in 2Q18 versus loss of $2.4 million in 2Q17
• Positive 2Q18 Non-GAAP Adjusted EBITDA of $1.5 million
• Gross margin increased to 30.5% in 1H18 versus 27% in 1H17
• Use of Cash in 1H18 primarily related to the repayment of borrowings
• Cash and equivalents of $2.4 million at June 30, 2018
Improving Financial Performance
PROGRESS TOWARD SUSTAINED PROFITABLE GROWTH
19
Ryan Drexler (2015)President & CEOChairman
Brian Casutto (2014)Executive VP of Sales and Operations
Kevin Harris (2017)Interim CFO
Mark Johnson (2017) VP, Food Drug Mass
Named President and CEO in 201625+ years experience in supplements industry
20+ years of supplement sales experience
15+ years of C-level public company experienceKPMG alum & Certified Public Accountant
15+ years of CPG sales leadership experience
EXECUTIVE LEADERSHIP TEAM
20
• Established leader in growing, fragmented global nutrition & supplement market, expected to exceed $45B in 2022*
• Substantial brand equity with a reputation for high-quality products
• Largely untapped market with comprehensive growth strategy
• New, world-class marketing capability, with a 360° integrated marketing strategy based on extensive consumer research
• Experienced management team with consumer-product focus and significant equity ownership
I. Accelerate position at our largest global customers – Costco, Amazon & iHerb
II. Shift from Specialty brick-and-mortar toward growth in Ecommerce, FDM & International
III. Invest in new product development and expand within Natural/Organic
IV. Recapture lapsed legacy users
• Strong progress toward sustained profitable growth following successful restructuring
*Source: Zion Research Analysis, 2017
KEY INVESTMENT HIGHLIGHTS
21